The mischievous punk-rock bunny mascot, Kuromi, is at last taking center stage this Halloween. To mark two decades since Kuromi entered the Hello Kitty and Friends family, Sanrio has partnered with several major brands for a multi-faceted celebration across digital and physical spaces.
Fresh Gaming Adventure: The Mansion of Mischief
Starting today, fans can enter an all-new Roblox minigame titled Kuromi's Mischief Mansion, which is located inside the existing My Hello Kitty Café experience. This launch kicks off what is planned to be an annual Halloween tradition honoring the character. An official described it as Sanrio's biggest and most elaborate online project to date.
As for how to play, Mischief Mansion is a twist on the classic hiding game. Participants take on one of two roles: hiders disguise themselves as spooky items, while seekers assume the role of Kuromi attempting to find those in hiding. Through participation, users can collect event coins to redeem Kuromi-themed decor items in My Hello Kitty Café, plus limited-time rewards and free items.
We are thrilled to work alongside Sanrio on celebrating Kuromi with this exclusive capsule collection. With our brand collaboration program, fans everywhere can celebrate this special moment both on- and off-platform we're confident everyone will enjoy the experience of Kuromi's Mischief Mansion in the game now.
Physical Celebrations at Hot Topic Stores
This spooky festivity extends to physical stores. Throughout October, over six hundred Hot Topic stores are getting a makeover decked out in purple to resemble the in-game mansion for a limited time. They will feature a range of Kuromi-only merchandise including hoodies and accessories. Each collection item comes with a card to unlock an in-game, digital version on Roblox. The collection launch at retail from early October.
Southern California Sanrio fans should note: A specific flagship store in California will also host a themed pop-up with immersive photo opportunities, social media-ready experiences, and a chance to meet Kuromi in person on a specific date from 12-2pm PDT.
More Collaborations and Other Brands
For those wanting additional adorable Kuromi gear, Sanrio has also teamed up with another partner for a capsule collection featuring an exclusive jacket and shirt. The collection will be available at BoxLunch's 280 retail locations and at web shops around the middle of the month.
Comfortable Footwear for Enthusiasts
Finally, the company has something for all comfy shoe lovers. Kuromi classic Crocs for all ages will be available only on the official website from the first of October. Plus, Kuromi fans can obtain an exclusive set of digital Crocs for their character during the Roblox activation.
Background at Kuromi's History
The character debuted in Sanrio's 2005 anime, Onegai My Melody. This year, she starred alongside her long-time frenemy My Melody in a Netflix show My Melody & Kuromi.
